Make Spock's new buying model known quickly and drive consideration
Spock had a differentiating proposition, collective electricity buying, but it needed to explain it and give it maximum visibility, fast, so that consumers could take advantage of an exceptional offer in the political and socioeconomic context of the moment.
The difficulty was that, in just a few days, we had to produce a spot that clearly communicated Spock's significant benefit and boosted awareness of a brand that had never had mass visibility before. The public had to get to know it, understand it, trust it and sign up.
A simple promise. Agile production. Optimal TV planning, real-time measurement and quick reaction to the signals.
Kokoro focused the creative strategy on pushing one concept above all: “There are more of us. We pay less.” From there, the TV creative was built (two 20-second spots, with 10-second versions to increase effectiveness), all created entirely with AI in record time.
“It's the first time an agency has nailed the idea we wanted on the first try.”
The media plan combined linear television (spots and presenter mentions) and CTV to achieve the pressure needed to build recall, maximising reach and frequency. During the campaign, we shared a dashboard developed in-house that crossed the GRPs aired with the sessions and contracts registered on the website in real time, making it possible to optimise investment while the campaign was live.
A known brand. Contracts activated. Lower acquisition cost in performance channels.
The campaign achieved a significant increase in brand awareness and drove sign-ups, both directly and through a halo effect: improving the performance of digital paid media and reducing acquisition cost immediately and in the following weeks.